Branding Guide Lines

Key points from Branding

They say in their branding guide lines, 'The National Trust style is designed to inspire people, by putting the supporter first, helping us to be welcoming inviting, talking in a warm and authentic way, and celebrating places.' 

  The oak leaf symbol, which we’ve used since the 1930s, they dropped the ‘The’, to make them less formal. The oak leaf and logotype together form their logo. It can be any of their colours. The oak leaf and logotype must both be in the same colour. Wherever possible, the layout of covers and posters is based on the idea of a picture in a frame. The frame is where we invite people in. 

The frame is the area surrounding the picture, and includes the logotype, a frame-line and text. They have a palette of 21 colours, inspired by the rich colours found in the Trust, from forests to fabrics. All are fresh and inviting. 

 They have our own typeface, designed to be warm and easy to read: modern and yet timeless too. It’s inspired by a 1748 inscription, originally in the grotto at Stourhead. They have four types of fonts in the National trust family, Display, Bold Regular and Italic. They use photographs as a key tool to inspire supporters to do more with us. They should therefore draw people in: they should be evocative, atmospheric and intriguing. Photographs should be relaxed and natural, and never artificial or contrived. Illustrations should be powerfully expressive, capturing the illustrator’s experience of a National Trust place.

List of notable campaigns

National Trust launches Great British Walking campaign.
 

Campaign run for a second year

The National Trust has launched the 2013 Great British Walking campaign asking people to
share their walking photos on Twitter, Instagram and Facebook using the hashtag #Gbwalk
The campaign and brand identity were initially launched by creative agency 999 in September last year. That campaign saw over one million people take part.


September 2013


National Trust for Scotland and Posterscope promote One Wee Step campaign.

The post contain 83 pairs of walking boots

The National Trust for Scotland has today launched a bespoke billboard created entirely from
walking boots, to promote its One Wee Step mountain conservation campaign. The campaign was created by The Union, and was planned and booked by Carat Edinburgh and Posterscope Manchester.


June 2013

Visit Scotland, the National Trust for Scotland and Royal Botanic Gardens team up to launch campaign promoting Scottish gardens.

Visit Scotland campaign

Visit Scotland, the National Trust for Scotland and the Royal Botanic Gardens have come together to launch a campaign aimed at promoting Scottish gardens as part of Year of Natural Scotland. The groups hope to capitalise on Scotland’s £6.2bn ‘daycation’ market with the promotional activity which has targeted more than a million people through bespoke online, advertorial and email activity. 
 

May 2013

Cadbury's sixth Easter Egg Trails program of events to kick off in conjunction with National Trust.

Design your own egg head competition

Cadbury's annual Easter Egg Trails will kick off on Thursday in a campaign involving the
National Trust and National Trust for Scotland.  The campaign has been created by INITIALS Marketing and run until April 1 2013  at 287 National Trust and National Trust for Scotland properties. The brand's website has been revamped to support it and users will be encouraged to share activities - including the Design Your Own Egghead competition, online for the first time this year - using Facebook and Twitter options.


March 2013


National Trust unveils new campaign with 18 Feet & Rising promoting the places loved by the public.

I Love muddy days

The National Trust has this week unveiled a print campaign to celebrate the places which are

important to the public, with the National Trust oak leaf used as a symbol of love, in a way similar to the traditional 'I heart NY' imagery. Created by 18 Feet & Rising, the campaign  run across press, OOH, and digital, and looks to entice the public to share their experiences of special places and to encourage people to return to places that hold happy memories.

March 2013


National Trust Wales unveils Facebook app with Coup Media.

Facebook app

National Trust Wales is celebrating St David’s Day with the launch of its new Facebook app, created by Coup Media.Designed to encourage visits and highlight the beauty of the Welsh Coastline using pictures and visitor’s stories, the app also hopes to boost customer comments to help the National Trust going forward. 

March 2013

National Trust launches a campaign encouraging people in West Yorkshire to get outdoors.
 

Freeview campaign

The National Trust has launched a new campaign to raise awareness of the countryside it cares for, by challenging people to get outdoors and closer to nature. It has worked with Principles Agency and Classlane Media on the outdoor and digital campaign to showcase the activities people can enjoy on National Trust land.


August 2012


The National Trust works with 999 to get Britain walking.

1st year for the Great British Walks

 The National Trust’s Great British Walk has revealed its new identity and promotional materials created by 999. Their approach to the Great British Walk was to create an identity based on the idea of ‘going your own way’ by encouraging exploration and the sharing of memories and experiences. Culminating in a series of events this October half-term, family friendly walking events and trails are being promoted through the National Trust’s website.

October 2012


The National Trust begins campaign to raise £1.2m donations to safeguard the White Cliffs of Dover

White Cliffs of Dover

The National Trust has begun a campaign aiming to safeguard the future of the White Cliffs of Dover. As part of the Neptune Coastline Campaign, Cheltenham agency TDA was tasked with the creation of direct response activity for the charity to raise £1.2m in order to acquire another 1.34 km to add to the 7km stretch the Trust already possesses. 
 
July 2012

The National Trust to premier new Wallace & Gromit animation as part of Queen's Diamond Jubilee celebration lunches

 A new Wallace & Gromit animation is to debut over the Jubilee Weekend as part of a campaign by the National Trust. The campaign sees the Aardman Animation characters help lead up to the Queen’s Diamond Jubilee, when over 70 Jubilee tea parties will be held across England, and a new mini animation will be screened for the first time at Trust places. The one-minute film, entitled ‘A Jubilee Bunt-a-thon’ has been specially created for the National Trust’s planned events over the weekend, while a behind-the-scenes documentary will also be screened at the Trust’s Jubilee parties.

May 2012 

National Trust uses gamification with e3 for ‘50 Things To Do Before You’re 11 ¾’ campaign.
 

The National Trust’s ‘50 Things To Do Before You’re 11 ¾’ campaign has launched online, with the microsite created by e3. The campaign aims to use gamification to get children out of doors and into nature, after it was discovered that one in ten can’t ride a bike and only a third have climbed a tree.
 

April 2012

National Trust to use 'talking benches' voiced by celebrities.
 

A number of ‘talking benches’ voiced by celebrities are to be used by the National Trust across eight beauty spots offering a five minute commentary of their surroundings. The benches will be placed around England, Wales and Northern Ireland and voiced by celebrities including Steven Fry, Miranda Hart, David Gower and John Sergeant who relay information and anecdotes about each location to the listener.

May 2011

Information edited from The Drum

National Trust Campaign 2012

The digital agency e3 has created a social media campaign called 'Great British Day Out' using a specially-created Facebook app. You have to described the day out you’d like to experience,

for example a 60s themed dinner party in Paul McCartney’s childhood home or a rave on a beach with friends, and then invite friends to the party by dropping their photos into the app. Your submitted ‘Great British Day Out’ is automatically sent to all those friends you’ve invited and you can post a link on your Facebook and Twitter pages asking all your friends to vote for you. The 20 most popular ‘days out’ as voted for by the public, plus a number of wildcards chosen by the

National Trust judging panel, the winner gets to have their ‘Great British Day Out’ made a reality.

The National Trust will use Facebook’s Sponsored Stories solution to ensure entrant’s ‘Days Out’

feature prominently in their news feed, combined with Facebook ads, blogger outreach, online advertising and inclusion across Twitter, and Facebook will ensure that the National Trust’s engaged audience of more than 100,000 will make this campaign as viral as possible.

Campaign May 1st 2012

 
Tristan Pride, creative director for Bristol-based e3, said “Activities that work best in the social environment are ones that are social in essence. That is why this is such an exciting campaign for the National Trust – the very concept is social. The Facebook app helps to create powerful, organic stories for you and your friends to enjoy, discuss and share. We then maximize that with other tools that are available to us such as Facebook’s Sponsored Stories"


Reference: The Drum

National Trust Campaigns

2010

Leap's Fresh air campaign for the National Trust.

Since 2004 Leap have advised the National trust onUK wide sustainability and paper policies in 2010 they implemented The fresh air campaign. The objective of the campaign was to encourage people to enjoy fresh air by visiting National trust, parks coast, woodland, and countryside. They wanted to show the National Trust as an enabler; welcoming people to their outdoor space and to share a sense of celebration in the outdoors and of course getting fresh air. Leap chose to create a bright, passionate and active identity utilising the new Trust brand guidelines. They used a rainbow to represent a goal, activity and escapade to be discovered. We are all ways chasing after the end of the rainbow. They also created the supporting marking material, Family planners, online graphics and promotional clothing, and continued to produce ten banners to publicise the event at Trust properties all around the country.

http://www.leapmedia.co.uk/gallery/fresh-air-campaign/

National Trust brief

One of the selection on offer is the National Trust I have looked through the brief and picked out what I think are the key elements of the brief. The highlight words I have placed in order they appear on the brief and have add a few connecting words so it reading it makes sense.

National Trust Brief

Reintroduce powerful connectors between people and places. Rebuilding connection to a modern audience. Importance of nature and heritage. Elderly equals cream teas. Reposition the National Trust away from its current perceived image. Integrated campaign, nature and beauty forever. Consider, make time for areas of natural or historic beauty. Change perceptions, old fashion benefits people's lives. Think campaign relevance to reach audience. 25-40 years olds nationwide in the UK. Integrated campaign, print, digital experimental. Main deliverable first. Video. 

Having written it out like this seems to have given a clearer under standing of what they are looking for from the brief.  

New Brief Ba Live design

We have now been set our new brief. We have to choose one of the following from a list of brief set by D&AD New Blood Awards. ASOS, BBC, D&AD, Digital Cinema Media, National Trust,  N Power, Unilever, WPP and  XL Recordings.

We have to bare in mind our strong points and  our experience and which project might be approprate for my personal learning and development. If we choose we can work as a team for this brief, however we must present our case to the course leader and get the go ahead.

Key dates

Wednesday 15th January Planning deadline
Wednesday  12th February Crit
Thursday 28th February Deadline

We may also take the opportunity to submit our work to the D&AD New blood Awards, submission by the 19th March 2014

Post Crit

This Project is finished and I have to say I am quite happy with the results. There were only a few minor point put forward with regard to changes that could be made. The strongest being the addition of a menu bars on the screen so that you could have a pointer to the hidden sub menu. I had used the device of glasses to indicate reading and if i had though it through from reading the iso7 manual I would have gone with a more reconcilable symbol.  I think this is the most complete design I have done with clear stages of development leading to the end result.

I hope you enjoy it